PLT OF SMA ACFT STARTS TKOF ROLL FROM OPPOSITE END OF CLRED RWY. TWR INTERVENES FOR AN ABORT AND PLT COMPLIES. RPTR ATTRIBUTES LACK OF CORRECT COMPASS AND HABIT PATTERN OF USING THAT RWY PREVIOUSLY.

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I TAXIED TO THE S SIDE OF THE FIELD; WHICH IS NOT WHERE I NORMALLY OPERATE; TO MEET MY FRIEND SO THAT WE MAY BOTH DEPART AT APPROX THE SAME TIME IN OUR C170'S. MY FIRST CLRNC WAS FROM GND TO 'TAXI TO TXWY B VIA TXWY K' FOR RWY 28L. I WAS NOT SURE WHERE THE TXWY B INTXN WAS; HESITATED A MOMENT IN MY TAXI; THEN REQUESTED CLARIFICATION FROM TWR WHICH WAY TO TURN. I THEN TAXIED UP TO AND HELD SHORT OF RWY 28L AT TXWY B. AT THIS POINT OF THE RWY; THE TKOF DISTANCE FOR RWY 28L IS ONLY A FRACTION OF THE DISTANCE AVAILABLE (AND VISIBLE) FOR THE OPPOSITE DIRECTION OF RWY 10R. I'M ACCUSTOMED TO DEPARTING TOWARDS THE LONGEST END OF THE RWY; AND THIS 'CONDITIONING;' ALONG WITH THE FACT THAT MY VENTURI OPERATED DIRECTIONAL GYROSCOPE READ APPROX 280 DEGS WHEN I WAS ACTUALLY HDG 100 DEGS (DIRECTIONAL GYROSCOPE DOES NOT READ ACCURATELY UNTIL SET WHEN AT FLYING SPDS); AFTER LINING UP ON THE RWY WHEN CLRED FOR TKOF; LED ME TO BEGIN MY TKOF ROLL IN THE WRONG DIRECTION. THIS WAS COMPOUNDED BY THE REQUEST FROM TWR FOR ME TO EXPEDITE MY TKOF FOR INBOUND TFC; THEREBY RUSHING MY TKOF PROC. DURING THE ROLL; TWR REPEATED SEVERAL TIMES FOR ABC TO CANCEL TKOF CLRNC. I DID NOT REALIZE FOR A FEW MOMENTS THAT HE WAS REFERRING TO ME. MY IDENT WAS ADE. TWR HAD CONFUSED MY FRIEND'S TAIL NUMBER WITH MINE IN THE OVERALL RUSH OF THE SIT; BUT I FINALLY REALIZED HE WAS CALLING ME; AND THAT I BEGAN MY TKOF ROLL FOR RWY 10R INSTEAD OF RWY 28L AS CLRED. (NO TFC CONFLICT WAS CREATED.) I STOPPED THE AIRPLANE; TURNED AROUND; AND THEN CONTINUED MY TKOF (WITH CLRNC) ON RWY 28L. I BELIEVE THIS ENTIRE SCENARIO BEGAN WITH ME OPERATING FROM AN UNFAMILIAR SIDE OF THE ARPT; DIVERTING MY ATTN; AND THEN TAKING OFF WITHOUT REGARD TO MY DIRECTION TOWARDS THE 'LONG END' OF THE RWY. THIS EVENT COULD HAVE BEEN AVERTED IF I DID NOT ALLOW MYSELF TO BE RUSHED AND TAKING TIME TO COMPREHEND MY CLRNC.